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Based in Hong Kong, Notey aims to deliver “a window to the blogosphere” and offers something that’s roughly a cross between Feedly (and its ancestor Google Reader) and Flipboard: curated lists of blog content you can follow across different categories.

Unlike Feedly though the site doesn’t present the content of RSS feeds, nor are you able to add individual blogs not in their system. Instead you select a category of interest, then you’re provided with a Pinterest like summary list of the content available; clicking on that content takes you to an overlay popup where the full blog post is presented from the blog, complete with formatting and ads from the particular blog.

“With over 500,000 topics and over 3 million stories, we’re the most powerful blog search engine and reader and today, we’re excited to share all the best stories in the blogosphere with you. It’s a completely new experience.” Co-Founder Catherine Tan said in a statement.

“What differentiates us from RSS readers and blog directories is that we’re focused on the content. We’ve structured the site based on topics, rather than creating a list of bloggers.”

Smart offering, but what year is this?

There’s one word that can best describe Notey and that’s “slick.” It’s gorgeous to look at and use, and presuming you don’t know what a RSS feed is and you’re looking to discover interesting content from across the blogosphere it’s highly recommended.

How many people in the mainstream public would know the likes of major sites such as Mashable, The Huffington Post or Buzzfeed are actually blogs?

And that perhaps is the only major flaw Notey has: it’s pitching a concept of discovering content in a medium that blended into the mainstream years ago. If it can get around the fact that the concept of blogging as a standalone concept is foreign to many in 2015, it may well turn out to be successful.

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About Duncan Riley

Duncan Riley is a senior writer at SiliconANGLE covering Startups, Bitcoin, and the Internet of Things.
Duncan is a co-founder of VC funded media company B5Media and founder of news site The Inquisitr, and was a senior writer at TechCrunch in its earlier days.
Tips? Press releases? Intersting startup? email: duncan@nichenet.com.au or contact Duncan on Twitter @duncanriley